How to prepare a single unified content strategy that's truly strategic

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Workshop at Content Strategy Applied 2013
http://www.contentstrategyapplied.eu/

How to prepare a single unified content strategy that's truly strategic

  1. 1. How to prepare a single, unified content strategy that’s truly strategic Diana Railton Content Strategy Applied 2013
  2. 2. Aim of the workshop How to prepare and present a single, unified content strategy that’s truly strategic so everyone: · understands it · respects it · finds it inspiring · knows how to act on it
  3. 3. Schedule 1. Talk over strategy 2. Look at a simple practical process for working out a strategy 3. Apply 4. Review the process – and your solutions 5. Continue the discussion
  4. 4. Poll: How do you feel about strategy? · Intimidating · Confusing · Exciting · Not sure – needs must · Other
  5. 5. THE PROBLEM WITH STRATEGY
  6. 6. www.timberqueensland.com.au/images/hero/about/board.jpg
  7. 7. strategy strategy strategic strategy strategic strategy strategic strategy strategic strategy strategy strategy strategic strategy strategic strategy strategic strategy strategic strategy strategy strategic strategy strategic strategy strategy strategy strategic strategic strategy strategic strategy strategic strategy strategy strategic strategy strategic strategy strategy strategy strategic strategy strategy strategic strategy strategy strategy strategic strategic strategy strategy strategic strategy strategy strategic strategy strategic strategy strategic strategic strategy strategic strategy strategy strategic strategy strategy strategic strategy strategic strategy strategy strategy strategy strategic strategy strategy strategic strategic strategy strategic strategy strategy strategic strategy strategy strategic strategy strategic strategic strategy strategy strategic strategy strategy strategic strategy strategic strategy strategy strategic strategy strategy strategic strategy strategy strategic strategy strategic strategy strategy strategic strategy strategy strategic strategy strategy strategic strategic strategic strategy strategy strategic strategy strategy strategic strategic strategy strategy strategy strategic strategy strategy strategic strategy strategic strategy strategic strategy strategic strategy strategic strategy strategy strategy strategic strategy strategic strategy strategy strategic strategy strategy strategic strategy strategic strategy strategic strategy strategy strategy strategy strategy strategic strategic strategic strategy strategic strategy strategy strategic strategy strategic strategy strategy strategic strategy strategic strategy strategic strategy strategy strategic strategy strategiv strategy strategy strategic strategy strategy strategic strategy strategic strategy strategic strategy strategic strategy strategy strategy strategy strategy strategic strategy strategic strategy strategic strategy strategic strategy strategic strategy strategic strategy strategy strategic strategy strategic strategy strategic strategy strategic strategy strategy strategy strategic strategy strategic strategy strategic strategy strategic strategy strategic strategy strategic strategy strategy strategy The “S” word: strategy / strategic
  8. 8. Strategy http://mikemcclaughry.files.wordpress.com
  9. 9. http://thebrandbuilder.wordpress.com
  10. 10. ‘People who claim to be content strategists couldn’t strategize themselves out of a box’ From responses to Content Strategy Recruitment Trends survey, 2012 Firehead www.firehead.net/the-problem-with-hiring-a-content-
  11. 11. Some people have more of a strategy mind-set than others http://warwicksport.warwick.ac.uk/pageassets/officer/strategymeetings/strategy1.jpg
  12. 12. http://sofrep.com/wp-content/uploads/2013/07/chess-board-opt-630x394.jpg
  13. 13. STRATEGY DOESN’T NEED TO BE COMPLICATED
  14. 14. h http://fistfuloftalent.com/wp-content/uploads/2011/08/confused-child-429x250.jpg
  15. 15. You don’t need to: have an MBA be a senior manager read lots of books on it
  16. 16. You do need to: identify expectations agree terms share a practical framework
  17. 17. Discussion What does “strategy” mean to you? What are the advantages of having a strategy? What are the main components of a strategy?
  18. 18. What’s the use of running if you’re on the wrong road? German proverb http://texastailwind.files.wordpress.com/2010/03/long-road-ahead.jpg
  19. 19. Three tiers of strategy Defining purpose and direction Planning how to meet your goals Bringing together your resources
  20. 20. strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy strategy Strategies need integrating
  21. 21. “Strategy is a singular thing; there is one strategy for a given business – not a set of strategies. It is one integrated set of choices.” Roger Martin
  22. 22. “Strategy is creating fit among a company’s activities.” Michael Porter
  23. 23. Based on Mintzberg and Walters 1998 www.web-books.com/eLibrary/Books/B0/B58/IMG/fwk-carpenterfig05_008.jpg
  24. 24. Listen and learn Cross-organisational collaboration Image credit: Agile101.net
  25. 25. “Strategy today must shape itself around the customer. ... If it focuses on organizational silos and professional disciplines, it will fail.” Gerry McGovern www.customercarewords.com/strategy-and-online.html
  26. 26. A good strategy Provides a strong sense of common purpose Motivates and inspires Achieves “superior performance”
  27. 27. Battle of Trafalgar 1805 Wikimedia comms
  28. 28. A SINGLE UNIFIED CONTENT STRATEGY
  29. 29. “I believe that all content strategists should be knowledgeable about the entire content ecosystem, the content lifecycle, content tools, technologies, standards, and methodologies – even those that fall outside of their area of specialization, or are tangentially-related to the project on which they are working.” Scott Abel http://thecontentwrangler.com/2013/07/29
  30. 30. KNOW WHAT’S POSSIBLE AND PRACTICAL
  31. 31. Strong Integrative Supportive
  32. 32. “The vast majority of brands do not have a documented content strategy.” Joe Pulizzi Content Marketing Institute August 2013 Lots of surveys coming out on lack of strategy
  33. 33. EVEN IF THEY DO: WHAT’S IT LIKE?
  34. 34. “Most companies do not have a strategy. Okay, I admit it: I do not have any solid statistics ... but I do observe a heck of a lot of companies and ... I think nine out of 10 (at least) don’t actually have a genuine strategy ... or a good rationale for doing the things they are doing.” Freek Vermeulen
  35. 35. “The vast majority of strategic plans that I have seen over 30 years of working in the strategy realm are simply budgets with lots of explanatory words attached.” Roger Martin Harvard Business Review
  36. 36. Blue-sky objectives
  37. 37. Strategy essentials Simple to explain and carry out
  38. 38. Communication of strategies
  39. 39. Some strategies are too dressed up
  40. 40. Or too elaborate www.thementalelf.net
  41. 41. Or just plain boring www.scotduke.com
  42. 42. First steps Identify the challenge and the problems to be solved Diagnosis »
  43. 43. www.brightercollective.com/content-strategy/the-case-for-content-strategy Where’s the strategy?
  44. 44. Kristina Halvorson, Content / Communication, CS Forum 2013
  45. 45. Kristina Halvorson, Content / Communication, CS Forum 2013
  46. 46. http://bearriverhomestead.com/2012/12/12/taco-pasta/
  47. 47. P A S T. A B E A R www.trendhunter.com
  48. 48. Framework for a strategy PASTA Purpose / Mission / Vision Often combined Vision is looking ahead
  49. 49. Dream the dream inspire communicate demonstrate
  50. 50. Which organisation? To be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.
  51. 51. Which organisation? To provide a global online marketplace where practically anyone can trade practically anything, enabling economic opportunity around the world.
  52. 52. Which organisation? To organize the world’s information and make it universally accessible and useful.
  53. 53. Which organisation? A just world without poverty. The purpose of Oxfam is to help create lasting solutions to the injustice of poverty. We are part of a global movement for change, one that empowers people to create a future that is secure, just, and free from poverty.
  54. 54. Which organisation? By creating value for our customers, we create value for our shareholders. We use our expertise to create transport-related products and services of superior quality, safety and environmental care for demanding customers in selected segments.
  55. 55. Framework for a strategy PASTA Purpose / Mission / Vision Principles / Values “Core ideology”
  56. 56. “Companies that enjoy enduring success have core values and a core purpose that remain fixed while their business strategies and practices endlessly adapt to a changing world.” James Collins and Jerry Porras Building your company’s vision
  57. 57. http://gr8c.org/images/gr8c_vision_values_mission_competencies_venn_566x555.png
  58. 58. + TOWS Wikimedia comms
  59. 59. www.scribd.com/doc/24854038/Amazon-Strategic-Plan
  60. 60. www.scribd.com/doc/24854038/Amazon-Strategic-Plan
  61. 61. Framework for a strategy PASTA Purpose / Mission / Vision Aims / Goals / Objectives What you want to achieve
  62. 62. Adapted from http://mobilemarketingapps.co/wp-content/uploads/2012/06/Mobile-Marketing-Strategy-Map-1024x697.png
  63. 63. Adapted from http://mobilemarketingapps.co/wp-content/uploads/2012/06/Mobile-Marketing-Strategy-Map-1024x697.png
  64. 64. http://heidipowell.net/wp-content/uploads/2013/07/Goal-Setting.jpg
  65. 65. Measuring goals: outcomes To sign up 200 people a year Target Key performance indicators (KPIs): 200 people a year Critical success factors (CSFs): the course is attractive +
  66. 66. NUMBERS EASIER TO MEASURE THAN PERCEPTIONS http://blog.iprospect.ca
  67. 67. Citizens Advice Service Strategy 2010-14
  68. 68. Possible outcomes from a social media strategy Efficiency Reputation Differentiation Risk reduction Client retention Brand association Long-term revenue Environmental impact Eff Economic development Opportunity creation Immediate revenue Perception shifting PR and exposure Client education Network growth Building trust Innovation Try to be precise http://hellboundbloggers.com/wp-content/uploads/2013/03/Social-Media-ROI.jpg
  69. 69. Strategy Strategy Strategy Strategy Tactic 1 Tactic 1 Tactic 1 Tactic 1 Tactic 2 Tactic 2 How you will meet your goals Tactic 2 Tactic 2 Adapted from http://mobilemarketingapps.co/wp-content/uploads/2012/06/Mobile-Marketing-Strategy-Map-1024x697.png
  70. 70. Strategy Goal: To sign up 200 people a year Strategy: by making more people aware of the course
  71. 71. Reduce phone and face-to-face support costs by 15% within nine months by increasing customers’ ability to complete their support tasks using online channels. Reduce repetitive, simple questions to doctors by 50% by November 2014 by allowing citizens to answer these questions themselves online. Adapted from www.customercarewords.com/strategy-and-online.html
  72. 72. Strategy Strategy Strategy Strategy Tactic 1 Tactic 1 Tactic 1 Tactic 1 Tactic 2 Tactic 2 Tactic 2 Tactic 2 Adapted from http://mobilemarketingapps.co/wp-content/uploads/2012/06/Mobile-Marketing-Strategy-Map-1024x697.png Your detailed action plan
  73. 73. Goal: To sign up 200 people a year Strategy: Make more people aware of course Tactic 1: Tactic 2: Tactic 3: Tactic 4: Tactic 6: Tactic 7: Tactic 8: + Improve website content for ranking Add named testimonials page Publish interview with two attendees Start Google AdWords campaign Start email newsletter
  74. 74. Strategy Strategy Strategy Strategy Tactic 1 + Activity Tactic 1 + Activity Tactic 1 + Activity Tactic 1 + Activity Tactic 2 + Activity Tactic 2 + Activity Tactic 2 + Activity Tactic 2 + Activity http://mobilemarketingapps.co/wp-content/uploads/2012/06/Mobile-Marketing-Strategy-Map-1024x697.png Day to day. Who, when, where?
  75. 75. “More than choosing what to do, strategy is about choosing what NOT to do. Because today, more than ever, there are far more things that you could do – but shouldn’t. Strategy is about understanding what really matters and acting on it.” Gerry McGovern www.customercarewords.com/strategy-and-online.html
  76. 76. P A S T. A B E A R
  77. 77. Purpose / vision / mission. Why? Aims / goals / objectives. What do you want to achieve? Strategy. How will you do this? Tactics. What is your action plan? Activities. Day to day. Who, when, where? Budget Evaluation Analytics Return on investment
  78. 78. Budget + the cost of internal time 70% low-risk content (50% time) 20% innovate from what works (25% time) 10% high-risk experimentations (25% time)
  79. 79. x 100
  80. 80. £ $ €
  81. 81. The content strategy “statement” Overall purpose / mission / vision short, single, memorable, inspiring, action phrase
  82. 82. Content 2020: Liquid and Linked Liquid = conversation provoking, shareable, educational
  83. 83. Curate an entertaining, online reference guide that helps stressed-out law students become successful practicing attorneys. Kristina Halvorson and Melissa Rach
  84. 84. H-a-r-d to be original Inspire people to buy and talk about the benefits of xxx. Ensure every one of our potential customers immediately understands our offering. Optimise content to help visitors quickly complete their top tasks.
  85. 85. Hilary Marsh www.slideshare.net/hilarymarsh/content-strategy-for-library-websites-marsh
  86. 86. Typical principles All content: Has a clearly defined purpose Focuses on our audiences’ needs, not ourselves Demonstrates our core values of x, y and z Is accessible on any device Is clear, concise and consistent
  87. 87. IABC Gold Quill Awards 1. 2. 3. 4. 5. 6. The business need or opportunity Stakeholder or audience analysis Goals and objectives + tactics, activities Solution overview Implementation and challenges Measurement and evaluation
  88. 88. PROVE THE VALUE OF CONTENT STRATEGY
  89. 89. http://rbth.co.uk/assets/images/2011-04/big/Bear.jpg
  90. 90. Purpose / vision / mission / principles / values Aims / goals /objectives Strategy Tactics Activities Budget Evaluation Analytics Return on investment
  91. 91. Practical Introducing..... Drink Organics uk
  92. 92. THANK YOU Diana Railton @dianarailton www.drcc.co.uk © Diana Railton 2013

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